employer branding

Mercedes-Benz Research and Development India

Mercedes-Benz Research and Development India

Employer Branding Anurag Kumbhaj, HRM/RDI 28.07.2014

Mercedes-Benz Research and Development India Mercedes-Benz Research and Development India

Employer Branding| Anurag Kumbhaj | HRM/RDI | 28.07.2014 2

Contents

Survey Findings 2

Why Employer Branding Survey 1

Recommendations 3

Appendix 4



Why Employer Branding Survey ? Our Vision GPTW survey results

Employer Branding has been defined as “The sum of a company's efforts to communicate to existing and prospective staff what makes it a desirable place to work”.

Survey Statistics Survey Invite Sent : 121 Survey Taken : 51 (42%) Target Executive Levels : E4 and L5

After receiving GPTW survey results, we believe there is an inexcusable need to assess the effectiveness of Employer Branding in MBRDI and initiate measures to enhance the “Brand Experience”.



Survey Findings Strengths

• Top auto OEM • Globally recognized brand name • Challenging work in Niche areas • At par opportunities and compensation compared to

industry standards • Major Growth Plans • Product company • Attractive Perks

Area of Concern • Brand Mercedes-Benz not much associated with IT Industry • No clear visibility of Expansion Plans to masses • Feeble presence on Digital Media • Lack of awareness of brand MBRDI in Market • Frequency of Employee Engagement activities • Dissatisfaction with compensation in IT divisions when

compared to compensation in premium IT development companies



Recommendations Recommendation Action Plan

Responsible Person/Team

Implementation Timeline Budget

Bring IT employees closer to the product

•  Information sharing session on how IT applications contribute in the development of our vehicles and sales/service

•  Video to demonstrate how and where IT contribution is associated with end product

Training and Development Corp Comm

Twice Every Quarter (Starting Q4 2014) By September 30th 2014

NA NA

Create awareness about the MBRDI and it’s future plans using Digital Media

•  Official MBRDI page on LinkedIn, Facebook, Twitter and Glassdoor with regular feeds from MD, HOD’s and Recruiters about MBRDI developments

•  Short video about work culture such as Working in Microsoft, Life @ Google, etc.

•  Publish success stories where MBRDI engineers contributed to the product directly

•  On campus marketing and recruitment at premier colleges •  Sponsor renowned IT and RD conferences and events •  Increase presence in IT publications and business magazines

Recruitment Leaders/ LS Team/ Corp Comm Corp Comm Corp Comm Recruitment Team HR HR

With Immediate Effect By September 30th 2014 Every Month (Starting Q4 2014) Every Year (Starting 2014) Every Quarter (Starting Q4 2014) Twice in Every Quarter

NA NA NA INR 100,000 (Euro 1200 approx.) INR 50,000 (Euro 620 approx.) NA

Introduce more Employee Engagement activities / programs

•  Reintroduce Weekend Car Program after assessing existing policies •  Schedule events with focus to engage RD and IT employees with

each other

HR Fun@Work/ HR

From October 1st 2014 Every Quarter (Starting Q4 2014)

NA INR 10,000 (Euro 125 approx.)



Thank You !!



Appendix



Question: How instrumental is “Mercedes-Benz” as a brand to attract talent in RD and IT domains? What attracted you to join MBRDI?

Verdict “Mercedes-Benz” as a brand to attract talent in RD and IT domains - To a Large Extent

Attractions

• Global Approach

• Top Luxury car manufacturer • 125 years of Legacy • Pride and Prestige • High end topics in niche areas • Challenging work • Dream job • “The best or nothing” – exciting opportunities and salary • Opportunity to work with world class engineers • From supplier side to OEM side provides good experience and

large perspective

Repulsions

• Brand not much associated with IT and hence people who joined due to brand image may get disillusioned

• MBRDI as company is not attractive for IT people just because compensation, flexibility, HR & IT Processes are not at par with other premium IT Companies



Question: Did branding play any role in the hiring process? What is the tipping point that convinced your last 3 hires to join the company? Verdict Role played by branding in the hiring process – To a Moderate Extent

In general • Mercedes-Benz Brand • Enhanced social status • Expensive and luxury car

RD • Advance topic to work upon • Opportunity to visit Sindelfingen (Mecca of automobile industry) • Testing facilities and labs

IT

• Automotive OEM • Participate in rollout of applications • Notion that product companies work better than services company • Expansion plans and operating model • Opportunity to travel to Germany (perceived by majority of engineers as

an opportunity to make money) • End to end software development process



Question: Are you satisfied with MBRDI’s presence on digital media? Do you have any suggestion to make our presence more prominent considering the business growth? Verdict MBRDI’s presence on social media – To a Small Extent

Official Facebook and LinkedIn pages with regular feeds

Twitter handle – MD and HOD’s to tweet about business and auto scene at international /national level

Short video about work culture such as Working in Microsoft, Life @ Google, etc.

On campus marketing and recruitment at premier colleges

Publish success stories where MBRDI engineers contributed to the product directly

Sponsor renowned IT and RD conferences and events

Increase presence in IT publications and business magazines to create awareness that we actively focus on the IT as well

Hire a media consultant to strengthen the presence in systematic manner



Question: How you find connect between “our RD and IT business portfolio” and “our employees’ perception of brand MBRDI”? How can we make this link more relevant?

Verdict Major disconnect between “our RD and IT business portfolio” and “our employees’ perception of brand MBRDI” Bring IT employees closer to the product:

• Information sharing session on how IT applications contribute in the development of our vehicles and sales/service

• Video to demonstrate how and where IT contribution is associated with end product

Common employee engagement activities

Strategic direction and Top push (Bringing more projects with link between RD and IT)

Taking up more challenging work into product responsibility



Question: Would you like to share any real life experience that made you feel proud being associated with “Three Pointed Star”? Driving a Mercedes-Benz

Family members and Friends wow expression when they hear Mercedes-Benz name as an employer

Kids and parents recognizes Mercedes-Benz as premium brand and feel proud

Attention received in any conference/seminar/training after mentioning the employer name

Free entry at the Daimler Museum for the full family

Visit to Sindelfingen Plant



Employer Branding

Interest value: An exciting work environment, has novel work practices, and makes use of its employees’ creativity

Social value: A working environment that is fun, happy, and provides a supportive team atmosphere

Economic value: Above average salary, an attractive overall compensation package, and job security and promotion opportunities

Development value: Recognition, self-worth, and confidence coupled with career-enhancing experiences and a base for future employability

Application value: An opportunity for the employee to apply what they have learned and to develop others in a customer orientated and humanitarian environment

“Creating the impression of the organization as a ‘great place to work’ in the minds of current and perspective employees, as well as other key stakeholders (e.g. clients).”

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